eBay India Buying Visibility With Massive Spending Spree
On a percentage basis, eBay India spends twice as much as its parent, eBay Worldwide, on marketing campaigns. Apparently, marketing budgets constituted 10 per cent of gross merchandise volume.
In India, eBay needs to allocate a larger percentage from its sales for marketing to popularise the concept of online auction selling. Shopping on the web is more popular globally than in India and as a result, the proportion spent on awareness initiatives by the parent company is much lower than that of its Indian subsidiary.
eBay India was formed a month ago after eBay Worldwide acquired Baazee.com in July 2004. It is now India’s largest online marketplace, providing a trading environment for anyone wishing to buy or sell a wide range of items.
It has taken almost a year to change from the brand name of Baazee to eBay in India and the company is now keen to establish the eBay brand in the country by creating awareness among existing and new online buyers and sellers.
There are now over 1 million registered users of eBay in India with around 70,000 live listings across 2,500 categories of products.
Access to eBay sites and eBay Shops across the globe is easy for anyone, no matter where they live and many India-based sellers are now promoting their bargains to buyers in other countries.
In India, eBay needs to allocate a larger percentage from its sales for marketing to popularise the concept of online auction selling. Shopping on the web is more popular globally than in India and as a result, the proportion spent on awareness initiatives by the parent company is much lower than that of its Indian subsidiary.
eBay India was formed a month ago after eBay Worldwide acquired Baazee.com in July 2004. It is now India’s largest online marketplace, providing a trading environment for anyone wishing to buy or sell a wide range of items.
It has taken almost a year to change from the brand name of Baazee to eBay in India and the company is now keen to establish the eBay brand in the country by creating awareness among existing and new online buyers and sellers.
There are now over 1 million registered users of eBay in India with around 70,000 live listings across 2,500 categories of products.
Access to eBay sites and eBay Shops across the globe is easy for anyone, no matter where they live and many India-based sellers are now promoting their bargains to buyers in other countries.
